Unexpected Hurdle
UK-based vacuum manufacturer Dyson filed a lawsuit against Samsung Electronics for copyright infringement. The product for which Dyson issued proceedings in the English high court at the end of August is the Samsung Motion Sync vacuum cleaner introduced in June.
The British company claims that the Korean firm stole its steering mechanism for cylinder cleaners. The mechanism in question allows the body of the device more stability, helped by the separate movement of the wheels and body.
With Dyson’s legal action, Samsung ran into an unexpected difficulty. The allegation that Samsung copied Dyson’s patented technology can be an obstacle to increasing the sales of its first premium home appliances.
In the field of household appliances, the Korean electronics company has been a global leader in washing machines, refrigerators, and air conditioners. But it has been lagging behind European and US companies in other household electric appliances. Thus, Samsung created a strategy to catch up with European and US rivals with the launch of its new premium products. And the first ambitious work was the Motion Sync vacuum cleaner.
The vacuum cleaner is similar in performance, but cheaper than European premium products, including those made by Dyson and Electrolux. By using its low-pricing strategy with high quality, Samsung revealed its intention to increase market share.
With the recent introduction of the Motion Sync vacuum cleaner, the Korean company has been running a global marketing campaign. From September 6 to 11, it showcased its newly-developed vacuum as a flagship product at the IFA 2013, Europe's biggest trade show for consumer electronics and home appliances.
Therefore, the allegation itself can be a stumbling block to Samsung’s premium strategy.
In response to the British company’s accusation, a Samsung official said, "The Samsung Motion Sync is an outcome of our own research and development," adding, "We will take legal actions." The official continued by saying, "The vacuum cleaner was inspired by wheelchairs. It has nothing to do with Dyson's technology."